Malayala Manorama Group to offer cross-media solutions through Junction K

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | August 25, 2008
Junction K will initially offer integrated solutions to brands operating in Kerala and West Asia

The & #BANNER1 & # Malayala Manorama Group has launched a new vertical, called Junction K (Junction Kerala). It is a cross-media platform that aims to provide integrated solutions to brands.

C Mathew, deputy general manager, marketing and publication, Malayala Manorama, will head the new entity. Mathew spoke to afaqs! about the purpose of setting up the vertical as part of the group: "We, as a group, are present in print, TV, radio and online. To leverage the resources and reach of all these platforms, we have come up with an additional platform in the form of Junction K, which will act as a cross-media platform for brands. It will help the brands to extend the reach and impact of their campaigns."

Mathew points out that today, most brands are looking at 360 degree solutions for promoting themselves and their services. The problem arises when multimedia alone is taken as the one point source of reaching out to the target group. According to him, the distinction between multimedia and cross-media platforms should not be forgotten. The former is all about booking separate ad spots in different media, while the latter implies the integration of the communication message by placing it effectively on different media, such as TV, print, radio, online, outdoor, etc., with a common identifiable theme.

Talking about the services offered by Junction K, Mathew elaborates, "Our team of marketers, researchers and media specialists analyse the feedback provided by our local marketing people and sit down to design a specialised advertising-marketing strategy for the brand. Our footprint across Kerala allows us to come up with an integrated plan that places the brand or service on different platforms, at different touchpoints."

Other services include offering clients reasonable prices in availing of advertising space in any given media. "We will offer ground support for the publicity campaigns, coupled with activations and mobile and online services," says Mathew.

Junction K hopes to draw upon its reach in Kerala to provide indepth market insights to the clients. To do this, it will make judicious use of the extensive client database available to it in the region.

To begin with, the new services will be provided to brands in Kerala and, to some extent, to those in West Asia because these are the strongholds of Malayala Manorama. The group claims to have 100 per cent reach in the state. With the new vertical, it hopes to be the entry point for every possible brand present in Kerala.

The Malayala Manorama Group is a 120 year old entity, which has diverse interests in print (with publications such as Malayala Manorama, Vanitha, The Week, Balarama and Manorama Year Book), TV (Manorama News), online (Manorama Online) and radio (Mango FM).

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